Absolut Vodka

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017

Abstract

This case depicts the history of an unusual brand in the “super premium” segment of the vodka market. The top-of-line positioning is supported with creative advertising, narrow distribution, point-of-purchase advertising, and expensive advertising production. Absolut has used very expensive inserts as advertisements in print vehicles during the Christmas season. The last inserts described in the case cost approximately $1 each to manufacture and distribute via the media vehicle (The New Yorker). The case asks students to decide whether such expensive advertising should be continued and, if so, how. The societal effects of advertising alcoholic beverages and the implications of pursuing such exclusive positioning strategies may also be explored.

Keywords

Citation

Farris, P. and Collins, E. (2017), "Absolut Vodka", Darden Business Publishing Cases. https://doi.org/10.1108/case.darden.2016.000008

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Publisher

:

University of Virginia Darden School Foundation

Copyright © 1989 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.

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